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When it comes to conversion, simpler is simply better

Today's Marketing Sherpa had a great example of a split test run on a landing page, an attempt to improve conversion by a Canadian site (All Canadian Investment Corporation). Net result, the 3-column page with (1) least content, (2) easiest to read design and (3) button for answering the call to action above the fold solidly outperformed the single column (control) and two-column (test) with more content, longer copy.

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